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When Insurance Brands Deliver Personal Content, How Do People React? 

  • Clark Wooten

    Clark Wooten

    Industry Managing Director, Insurance & Healthcare

Created at July 14th, 2022

When Insurance Brands Deliver Personal Content, How Do People React? 

It’s what Acxiom wanted to find out from people in general – and from insurance customers specifically.

Acxiom unveiled new research that points to which group of people values personalization the most, which is the leeriest, and how to move forward to meet the heightened digital expectations of people evaluating insurance options. The research was commissioned by Acxiom and conducted by Arizent. We wanted to get to the numbers and to the feelings and expectations people had – both good and bad – about seeing personalized messages, website images, quotes, and other communications.

Personalization matters

Not surprisingly, people love it when the communication hits the right mark. They can see themselves enjoying an activity or an experience featured in the ad. Conversely, if the imagery in offers doesn’t work for them or it feels like brands don’t “get them” then the effect is not neutral – it could lead them to other brands that are a better fit. With three quarters of people shopping online for quotes or to purchase insurance, meeting their expectations for personalization is essential. However, 18% of respondents said that “no brand gets me.” The good news is that less than 2% said, “I don’t want a brand to get me.”

You get what you give

We were able to confirm that the reactions people had differed quite a bit by generation as well as how much information they will or will not share. People who are willing to share information really want to see ads and offers based on their interests and hobbies. The happily anonymous web surfers and cookie blockers understand they will not get personalized content and are OK with more general information. In what seems to be a big shift, 88% of people say they are likely to open a prospect email if a brand can save them money or satisfy a need.

People are noticing

I would have thought about half the people would notice that content was being created just for them. It’s a bit higher, with 62% noticing that online advertising is being tailored to them most of the time. Gen Z and Millennials are more focused on this than other groups. Where the generations differ is when the personalization misses. Boomers are the most upset.

There’s more …

This is the tip of the tip of the iceberg from a comprehensive research effort to better understand where and how insurance customers are looking for and at information. Based on who they are and where they are shopping, there is a wide gap in both reaction and impact to personalized content. Understanding a bit about what they want to see based on who they are is both interesting and informative as brands work to get to know people better, figure out the best place to reach them and how to make them feel like brands “get them” – but not well enough to go over their own line.

*All stats are from the 2022 Arizent/Acxiom study, “Getting Up Close and Personal with Personalization.